Fast Mexican chain Chipotle is giving its annual Boorito Halloween event a digital makeover. Tapping into the metaverse trend, the restaurant is opening the first virtual Roblox storefront and erecting a spooky digital maze full of exclusive brand offers for gamers.
Now in its 21st year of celebrating Halloween with its burrito giveaway event, Chipotle today announced it will open a virtual location and debut a Halloween-themed corn maze on popular gaming platform Roblox. The brand is the first restaurant to open up shop in the virtual world.
Through the experience, which includes access to exclusive digital Halloween costumes and Roblox items, Chipotle has committed to giving away $1m in free burritos to the first 30,000 participants who try out the maze and visit the in-game restaurant. The promotion will run from October 28-31.